Cannes ad winners judged on results as well as creativity

CANNES, France

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•HBO won a Gold Lion for an interactive billboard to promote its show, Big Love. Everyone has something to hide is an ongoing them in the show about polygamy. The billboard let people plug headsets into pictures of the show's characters. But rather than hear secrets about the characters people hear secrets from other regular folks, meant to represent a cross-section of viewers.

"It's a great interactive piece," says Jose Molla, executive creative director, La Communidad in Miami and a judge on the outdoor jury. "Sharing secrets was very in tune with the show. It takes a traditional format and turns it into something that goes well beyond that."

•Warner Bros. won a Gold Lion in outdoor for a creative record launch for Oasis. The band released four songs to street performers who played the songs and included information about the new album as they played.